Earlier this year, China was visited by a force of nature, IShowSpeed, an internet celebrity from Ohio in the United States, who for two weeks toured the nation and livestreamed the experience. IShowSpeed, real name Darren Watkins Jr, is a streamer/YouTuber who has since 2023 taken to travelling the world, broadcasting his adventures, with China (and Mongolia) his latest stop.
Chinese state media and international commentators were quick to label Speed’s trip a soft power win for China, and they are not wrong. Speed’s streams to around 37 million viewers focused on a side of China that would typically not feature in Western media. The streams’ unscripted nature allowed a view of China that was not hindered by either Western assumptions or clumsy state management. He praised the futuristic city skylines and the country’s advanced technology, claiming China was “on another level”. And in an unexpected turn, the visit became a soft power win for the United States too, with Speed generating much goodwill among Chinese fans.
Celebrity diplomacy has long been a thing in international relations. From Hollywood stars to K-pop idols to Ukrainian metal bands, celebrities have often been designated as official special envoys for nations and institutions. Celebrities can, intentionally or not, become vectors for cultural diplomacy. Speed is not just introducing his millions of viewers to China; he is also representing Americans overseas. To understand why that is important, we can compare his trip to another American internet celebrity’s journey abroad.
In December 2017, US influencer Logan Paul encountered controversy during a visit to Japan’s Aokigahara forest, also known as the Suicide Forest, where he and his film crew came upon the body of someone who had taken their own life. They decided to continue filming and then upload the video to YouTube. Immediately condemned worldwide, the video was quickly removed, but that did not stop the damage to Logan Paul or YouTube’s reputation, as well as the image of Americans on tour. Although there was no official response by the Japanese government, there was a strong condemnation by Japanese netizens and media, leading to robust discussions on the impact of Western tourists and influencers travelling abroad. Paul has never visited Japan again, and when asked in interviews if he would return, he has said only if he is invited.
Speed’s trip has been the opposite of Paul’s. Chinese social media was ablaze with comments, praising Speed for his endless exuberance and willingness to try anything. They also praised him for being respectful of Chinese culture, evident when he met a Shaolin master and enthusiastically asked to learn kung fu. The streamer showed himself as an eager student, deferential to the master while retaining his boisterous Gen Z flare. The master later described Speed as “the perfect image of a kung fu learner … brave, smart, respectful, and full of awe”. By engaging with and showcasing Chinese culture, Speed was also representing America on the global stage – a pretty big deal for a 20-year-old from Ohio who got famous for doing backflips.
The cultural power that streamers wield cannot be ignored. Speed’s worldwide tours are channels for cultural connections, and he is not the only internet celebrity capable of this. During his trip to China, Speed met many local celebrities and influencers, but one that stood out was Brother Jiang from Rongchang. Famous for promoting his hometown and charity work, Jiang made his way into Speed’s stream by offering the young American some local cuisine, then slowly integrated himself into the team by extending his generosity to the streamer’s bodyguards, cameramen and interpreters. Viewers of the livestreams quickly latched onto Jiang, giving him the nickname “Chinese Uncle”. Brother Jiang, more than any of the other Chinese influencers who Speed encountered, came to represent Chinese hospitality in the livestreams. His popularity is such that in Speed’s subsequent travels to Mongolia, viewers asked if Jiang would ever be invited to America, which Speed promised to do. From supporting his hometown of Rongchang, Jiang now finds himself possibly representing China abroad. Not bad for a guy whose initial plan was just to give a stranger a boiled goose.
The internet age has produced a world in which ordinary folk have the potential to become unofficial cultural ambassadors – a power they can use for good.
